The word “brand” means many things to many people. But one thing’s for sure: You don’t own your brand. Your brand is what users think and feel about your organization. And online, user ownership of your brand is even more transparent.

So when you’re planning your content strategy, you’ll need to consider how your brand will impact your print materials. You need to get clear on how you want your users to think and feel about you, and plan accordingly. The results of your research should be articulated as brand values, or a small number of descriptive behaviors that your brand should exemplify. (i.e. inspiration, education, collaboration, innovation.)

Every bit of communication leaving your company has the opportunity to impress, stand out, win respect and gain new customers. You are a professional, make sure you look that way.